Brand Manners

IntroductionPART ONE : The Brand Manners Book of Life"Manners Maketh Man"Customers-The Brand Promise and Individual Brand MannersCorporations - Happy SurprisesThe Tesco StoryPART TWO: The Brand Manners WayThe Self-confident OrganisationBrand Manners ApproachBrand Manners in ActionThe Orange StoryPART THREE: The Brand Manners Improvement CycleSection One: Individual BehaviourConditioning Creates BrandsHow Boundaries Create Self-confidenceMaking the Most of HabitsReducing Stress in the OrganisationSection Two: EncountersBeing Ready to Defend the BrandMinimising Corporate DistanceManaging the IrrationalHow Trust Fits InSection Three: The Brand PromiseHigh Tech, High Touch in BrandingDealing with the New ConsumerismHow Brand Problems can be Part of the SolutionProtecting the BrandSection Four: "Happy Surprises"How Defining Gestures Build BrandsReally Listening Adds Real ValueThe Power of Customer PledgesMoments of TruthSection Five: "Feeling Good"Defining Outstanding Customer ServiceThe Importance of Under-promising and Over-deliveringHow Enabled Employees can Deliver for CustomersRecruiting in Line with the Brand's ValuesPART FOUR: The Brand Manners How-To GuidesThe Chief Executive OfficerThe Marketing DirectorThe EmployeeManagementCustomersConclusion

HAMISH PRINGLE is the director of Brand Beliefs Ltd and the IPA Consultant Director of Marketing Strategy. He has previously held the posts of Vice Chairman, Director of Marketing at Saatchi Saatchi, Chairman of NABs (the communication industry charity), Chairman of the IPA Advertising Effectiveness Committee, and has been an IPA Council Member. He gained a BA in PPE from Trinity College, Oxford. He is the co-author of the best-selling Brand Spirit: How Cause Related Marketing Builds Brands.WILLIAM GORDON is Strategy Partner with Accenture (formerly Andersen Consulting), one of the world's premier management consulting firms. He obtained a BSc in engineering at King's College London and an AMBA Diploma in INternational Studies at London Business School. He has previously held the post of Senior Vice President at Gemini Consulting.

"accessible and reader-friendly book."(Ambassador, March 2001)"Contemporary stories, useful summaries and a how-to-guide for chief executives, directors, staff, management and customers make this an essential read for budding brand builders"(Sunday Times, 22nd April 2001)"The authors offer a solid framework to help companies to look on a strong brand as a way to change a 'command and control' mode into a more self-confident organisation." (Chartered Secretary, May 2001)"I recommend that you buy and read it."(Marketing, 24 th May 2001)"This book show ways in which a sales force, call-centre, shop floor and even an entire boardroom can be enlisted for the benefit of the brand and the company."(Sales Director, May 2001)." I would recommend this book to anyone who wishes to apply a more focused and driven approach to their work."(Accounting Technician, November 2001)"...enlightening and inspiring..." (Public Relations Quarterly, Winter 2001)